Page 1of 3Green House is the latest vegan eatery planned for Tampa's Seminole HeightsIn early May, the Bay area vegan community wasdigging for detailsabout an addition to Tampa's Seminole Heights neighborhood."COMING SOON," reads the banner, which quietly cropped up at a new restaurant and retail development across the street from Trip's Diner. "GREEN HOUSE Modern Vegan Kitchen."Chef Wright, who hasbeen cooking locally and beyond for 25 years, is the culinary mind behindGreen House Modern Vegan Kitchen. Wright recently sold his shares in another business and has the investment capital on hand to proceed with this new venture. Additionally, he has the support his family who fully support the new venture and the assistance of another successful icon in the Vegan culinary scene, Chef Brantner. Wright hopes to open the doors in late August,if not sooner, howeverhe has some trepidation as he has never project managed such a large project on his own before. In addition, he recognizes the riskintroducing a new food service product in an area known more for BBQ and burgers poses and foresees somewhat of a marketing challenge.Once open, this new restaurant will be in good company. The websiteHappy Cow, whichworks like Yelp, but for vegan and vegetarian food, lists over 24,000veg-friendly eateries in the United States, including 1,474 exclusively vegan restaurants. And while California and New York are, perhaps predictably, leadingthe way by boasting 323 and 166 vegan restaurants respectively, vegan and vegetarian eateries have been popping up all over the country in recent years from New England to the American South to the Midwest.(Vegliftz)Assuming thechef is able to obtain a legalbuilding permit from citycouncil, construction on a1,000-square-foot space featuring an open kitchen and up to 38 seats will begin. Wright wants each dining experience to feel intimate and comfortable for guests while he focuses on what really matters: the food."I don't like pulling tickets. I'd rather be cooking with my team," the chef told a reporter. "I figured if I put too many seats [in the restaurant] then I'm going to lose focus on the guests' experience

Green House is not currently pursuing a license to sell alcoholic beverages like beer orwine as of now, which potentially could impact profitability. Down the line, Wright hopes that the local government will grant a license so that he can rollout a vegan bar program driven by the fermented liquor creations of chef Brantner, a graduate of Johnson & Wales University who's been featured in the Michelin Guide for his mixology.Committed to veganism for years, Wright wants to transform the way people view vegan cuisine. Green House, a concept nearly five years in the making, will offer a seasonal menu to highlight local fruits and vegetables.Although veganism hasbeen around for centuries, the growing desire for a healthy, modern lifestyle has helped make significant inroads in the recent vegetarian and vegan statistics.Donald Watson coined the term "vegan" in 1944. Since then, the interest in veganism has experienced continued growth. It became more mainstream in the 2010s, as demonstrated by the continued increase in the number of products labeled as vegan between 2015 and 2020. The share of product launches featuring the term "vegan" has also continued to increase exponentially. In 2017, the sales value of vegan or vegetarian food stood at around two billion U.S. dollars in the United States, a figure which grew about

23 percent over the previous year.(Statista)Some vegans choose to convert due to dietary changes and health needs, while others do so because they don't want to contribute to the abuse of farm animals and the use of animal products.Many choose a vegan lifestyle because of the environmental impact that livestock farming produces, not to mention its impact on climate change overall.(Slabakova)The chef says the bill of fare was designed to put an elevated twist on the food he ate while growing up and traveling the world."I wanted to find dishes I love and substitute the meat for vegetables with a spin to remind patrons of the original dish. These are elevated dishes I make at home for my family," he said.Modern science and technology havealso contributed to the wide range of options available to the Vegan chef. Plant-based meat products by companies like Beyond Meat and Impossible foods are made to mimic properties found within natural meats and are considered to be meat substitutes. They are made using plant and other non-animal products to look, taste, and feel like meat products. Examples include: seitan, falafel, tempeh, Tofurky, Beyond Meat burgers, and Mock duck.(Golden)After Green House is up and running, Wright's goal is to acquire a plot of land and become self-sustaining by growing his own ingredients. The Florida heat can take a toll on plants, of course, which is why a greenhouse is on the agenda as well. So far, the chef has started incorporating an herb wall by the eatery's front window, harvesting seeds from all over the country along with edible flowers.

Page 3of 3Chef Wright hasmuch hope for the success but any new restaurant venture today runs significant financial risk. In 2016, the average net profit margin across the industry was a mere 3%. But the margin for full-service restaurants was even skinnierat 1.8%. (Arnett)With a typical annual gross income of around $300,000 this would leave Green House only $5,400 annually to deal with unknown situations or invest in futureendeavors. In Seminole Heights, the restaurant joins another forthcoming vegan kitchen, 3 Dot Dashthat recentlyopened last month. Green House's anticipated hours of operation are 4 to 10 p.m. Monday through Thursday, and 4 to 11 p.m. Friday and Saturday. On Sundays, as a way to help grow the local food scene, the restaurant will be dedicated to up-and-coming chefswho are looking to host pop-ups.Recommended Materials to Review:The Age of Veganism: Vegan Statistics for 2020 (Infographic) (healthcareers.co)The Growing Industry Worth $5 Bil by 2020 [Case Study] (veganliftz.com)Vegan Restaurants Are On The Rise (forbes.com)Vegan Food Market Size Worth Around US$ 24.3 Billion by 2026 (globenewswire.com)Seminole Heights -Tampa, FL -Niche

ReferencesArnett, Chris. Restaurant Profit Margins: A No-Brainer Guide to Maximizing Your Profits. 23 January 2019. Web Page. 3 December 2020. .

Golden. Plant-based meat. 14 February 2019. Web Page. 3 December 2020. .

Rimensnyder, Jenna. https://www.cltampa.com/food-drink/openings-closings/article/21010722/green-house-is-the-latest-vegan-restaurant-planned-for-tampas-seminole-heights. 25June 2018. Web Page. 3 December 2020. .

Slabakova, Boriana. The Age of Veganism: Vegan Statistics for 2020. 20 January 2020. Web Page. 3 December 2020. .

Statista. Vegan Market -Statistics and Facts. 1 December 2020. Web Page. 3 December 2020. .Vegliftz. The Growing Vegan Industry. 26 October 2020. Web Page. 3 December 2020. .

please answer these questions

1.[8 Marks] SWOT analysis for Green House.Remember a PESTEL-C analysis can be helpful to as part of the SWOT.You must provide a minimum of 2 items for each part of the SWOT, but keep your answers concise.

2.[6 Marks] demonstrate your understanding of marketing research, applied to the case. Specifically, identify and describe two (2) types of marketing research that Green House should execute to feel confident the restaurant will succeed.For each type, identify the purpose of the research and what the research will uncover.

3.[5 marks] Using data from the case and your own knowledge of segmentation practices, describe the target segment that Green House should pursue. Use segmentation criteria (demographic, geographic, behavioral, and psychographic) discussed in class.You should usethese criteriato fully describe the target as a person in detail. BE SPECIFIC.

4.[5 marks] Using the format discussed in this course, provide a classic positioning statement for Green House.

5.[2 marks] SMART goal for Green House, using information provided in the case.

6.[4 marks] Assume that Green House has been successful for many years.The most popular item on the menu is "The Deluxe House Burger", a 100% plant-based vegan burger, made from pea and soy protein.Green House wants to expand into selling the product frozen in packages to supermarkets.Identify two (2) steps from the new product development process and describe how you would handle these steps in launching the product to stores.

7.[2 marks] Describe the nature of elasticity of demand for this restaurant.Do you think the restaurant's demand is price elastic or inelastic? Why?

8.[4 marks] Demonstrate your knowledge of pricing approaches/strategies by applying concepts learned in the course.Identify and explain two (2) unique approaches to setting prices for this business.

9.[6 marks] Identifyand explainthree (3) pricing considerations, constraintsand/or objectives Green House hasto considerbefore opening its restaurant.

10.[6 marks] IDescribe the business in terms of (i) form of ownership, (ii) service level, and (iii) merchandise line (breadth vs. depth).

11.[12 marks] an Integrated Marketing Communications plan for Green House for the first 3 months of opening.You must use at least 3 IMC elements (e.g. Personal Selling, Sales Promo, etc.) in your promotional mix.Be sure to consider the target customer and marketing objectives of the business.For full marks (i) identify and define each element, (ii) discuss why the element is suitable for this business, and (iii) briefly describe how you would implement the element.Provide enough detail to support your recommendation and demonstrate your understanding of IMC.